The study, entitled 'Loved up', showed that as of January, 73.1 million internet users or 49.2 per cent of the overall SEA internet audience are either married or in live-in relationships.
The study covered Indonesia, Malaysia, the Philippines, Thailand, and Vietnam. Malaysia had the greatest share of romantically involved consumers at 53 per cent, followed by Indonesia at 52.4 per cent and Vietnam at 30.7 per cent. The Philippines, meanwhile, had the lowest share of divorced or separated audience at 1 per cent, while Thailand had the largest with 4.2 per cent.
With a 0.8 per cent increase in unique browsers in the first week of February across the region, Effective Measure said advertisers and content producers looking to promote Valentine’s Day may want to consider a stronger push online to optimise their campaign’s performance.
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